Sales and Marketing Training

 

Key Account Management

Duration : 2 days

PROGRAM OVERVIEW

80% of your sales come from around 20% of your customers. The Pareto Principle is one that is well known and is applicable to most businesses. It is usually this top 20% of customers – those with the potential to generate the greatest Return on Investment – that a business will typically define as its Key Accounts. As your key accounts are your competitors’ key prospects, you must pay particular attention to nurturing, growing and retaining these valuable relationships. Needless to say, a skilled Key Account Manager plays one of the most important roles in protecting a business’s prosperity.

 

LEARNING OBJECTIVES

  • Develop and apply a strategic selling approach for winning and developing all your significant accounts
  • Analyse the organisational structure and decision making process within client/prospect organisations
  • Understand and influence different personality types in the decision making unit
  • Apply effective key account management models to plan and implement your strategy
  • Identify your customers’ true needs and priorities
  • Analyse your competitive strength and see yourself through the eyes of your customers

CONTENTS

Part 1. Introduction to Key Account Management

  • Why the need for key account management
  • What is meant by key account management

Part 2. Selecting Key Accounts

  • What are Key Accounts
  • Establishing criteria for selecting key accounts
Part 3. Key Account Management Strategy Development
  • Needs Assessment
  • Skills and Capability Development
  • Delivery of Solution

Part 4.  The science of Key Account Management has four key elements

  • Profitability Management
  • Account Relationship Selection
  • Product Migration Paths
  • Account Planning

Part 5.  The Two Main Focus of Key Account Management

Part 6.‘  3 Tiers of Noncustomers